Tuesday, October 22, 2013

The industry’s
annual conference on tourism was held this year on the French island of Martinique.
Organized by the Caribbean Tourism Organization (CTO) in collaboration with the
Martinique Tourism Authority, ‘State of the Industry’ (SOTIC) was the star
attraction at the Madiana Convention Center in Schoelcher, a suburb of Fort de
France.

View of Fort de France from the ferry ( credit: M. Reffes )

Arpege Choir from the St. Joseph’s Cluny Convent singing the national anthem at the opening ceremony (credit: M. Reffes )

Under the
banner “Perfecting the Experience, Delivering
Authenticity”,government officials, tourism ministers,
directors and commissioners , academics and experts tackled topics that
addressed improving the vacation experience for visitors to the region. “It
is the quality of the experience that will determine if our guests develop such
an emotional attachment that they become influencers and repeat visitors, “
said Hugh Riley, secretary general, CTO, “the more the Caribbean pays attention to
visitor experience, the more it will enhance its competitive position.”

With a resounding call to order, CTO chairman, Beverly
Nicholson-Doty opened the conference with strong words described as both
‘wisdom and a ‘warning’, "the slogan 'One Sea, One Voice, One Caribbean' cannot be
just a feel good tagline that we embrace when we meet a few times a
year , it must be the strategic marketing reality of our
region if we are to survive the aggressive marketing efforts of major destinations
around the world. “ Adding actions
speak louder than words, she told the audience ‘as a region we are great debaters
and we’re big on lyrics but we’re slow on implementation.”

Beverly Nicholson-Doty, Chairman, CTO ( credit: CTO )

Describing Brand USA as a strategy that markets
the entire country as one tourist destination, Nicholson-Doty said that the concept
behind the brand was initiated in the Caribbean more than a decade ago. “Brand
USA has the data that shows travel increased to the US since the program’s
implementation and when we’ve implemented a cohesive marketing program, our
visitor arrivals also have increased. "

Emphasizing that marketing the Caribbean as one
region makes fiscal sense, USVI Governor John P. de Jongh, Jr. added this
strategy offers a competitive advantage for all Caribbean countries, “we may be perceived as competitors
going after the same guest, but the fact is that we are'economic co-conspirators'trying to attract visitors to the
region and then keeping them as long as possible. “

According to figures released at the conference, the
number of travelers visiting the Caribbean from January through July totalled
15.6 million, with tourism officials adding there has been no “incremental
difference” compared to the same period last year. "The U.S. market had a
marginal growth of 0.8%, which totaled 7.8 million visitors and represented a
market share of 50.4%, up from 49.6% in 2012," said Beverly Nicholson-Doty,
chairman, CTO.

Of the twenty-six
countries reporting arrivals, Anguilla, Aruba, Belize, Cayman Islands, Curacao,
Guyana, Haiti, Montserrat, St. Kitts-Nevis and Suriname were the fastest
growing. The Dominican Republic, with
3.31 million arrivals was the top performer in overnight arrivals followed by
Cuba (1.99 million), Jamaica (1.26 million), Puerto Rico (731,959) and the
Bahamas (730,988).

Anguilla Little Bay ( credit: ATA )

Willemstad, Curacao ( credit: M. Reffes )

13.4 million visitors arrived via cruise ships to twenty-two countries between January and
August . The Bahamas ( 2.78 million ) led the pack of arrivals followed by Cozumel,
Mexico (1.84 million), U.S. Virgin Islands (1.32 million), St. Maarten (1.01
million) and the Cayman Islands (859,850).

Bright blooms in The Bahamas ( credit: Bahamas Tourism )

The Sound Bites

“Martinique is making strides in its quest to develop
its tourism product and we are aiming to welcome one million visitors by 2020.
The island will invest 100 million dollars in tourism development over the next
three years.”Karine Roy-Camille, tourism commissioner, Martinique.

Karine
Roy-Camille, tourism commissioner, Martinique ( credit: CTO )

“It is so
much easier today and getting easier every day to share one’s impression of a
destination, hotel or other travel experiences via social media. These
ubiquitous digital impressions are so powerful that they have been described as
a permanently archived word of mouth. “Vincent Vanderpool-Wallace, former secretary general, CTO.

"Progress
is incremental, but it is happening.” Hugh Riley, secretary general, CTO,referring to the Aviation Task Force which will meet
in November with IATA and the Latin American and Caribbean Air Transport
Association.“ I could stand here and give lip service about tourism and have everyone leave this beautiful venue feeling warm and cozy butthe fact is, it is sink or swim for the Caribbean and the choice is in our hands.”Beverly Nicholson-Doty, chairman, CTO.

Beverly Nicholson-Doty, chairman, CTO. (credit: CTO)

“Regional carriers can be major contributors to the
development of the Caribbean by providing reliable intra-Caribbean service and
by bringing in visitors from the rest of the Americas. “ Albert Kluyver, CEO, Curacao-based Insel Air.

Insel Air ( credit: Jeffrey Shafer )

“Our
average visitor is far better informed than they were when the tourism industry
began to blossom in the 1960s. A limbo dancer walking on crushed glass and fire
eating with a steel band tinkling away in the background was all the
entertainment that was necessary for a fun filled evening. Today we must be far
better than that.With
Disney’s launching of the Pirates of the Caribbean over the last few years,
visitor interest in pirates has increased remarkably. Our opportunity is to
incorporate our region’s involvement with the real pirates of the Caribbean.
This includes the sites of their activities, their way of life and their ports
of call.” Dr. Lennox Honychurch, historian,
Dominica.

“Destinations need to know that digital was
made for them. Tell your stories, inspire people and be compelling; be
authentic and beware if you are not; and don’t be afraid to ask questions.”Jim Brody, general manager destinations, Travelzoo.

“Government taxes on airline tickets are
extremely onerous, there could be more carriers going bankrupt if the situation
continues.” Jaime Lopez-Diaz, CFO, Seaborne Airlines.

“Between the years 2008-2012 there has been a decline in
intra-regional travel within the English-speaking Caribbean. However, the wider
Caribbean has seen moderate increases.”Brian Challenger, chairman,
CTO Aviation Task Force.

“I have no words to express how I feel. I’m so overwhelmed and full of
excitement.” Neila
Jones, 16-year old winner Tourism Youth Congress , student at the Gingerland
Secondary School in Nevis.

American Airlines offers direct nonstop service on
Saturday from Miami with a Wednesday flight starting November 27 continuing
through March 26, 2014.

Seaborne flies 4 times weekly from San Juan, Air
France makes the trip three times a week from Paris and connections via Air
Caraibes, LIAT and Air Antilles Express are available from several other islands
to Fort de France.

Daily ferries make the trip to Martinique from St.
Lucia (20 minutes), Guadeloupe (45 minutes) and Dominica (two hours) .

Monday, June 10, 2013

The
largest regional tourism event in the New York area, Caribbean Week in New York
rocked the Big Apple with fashion shows, gospel concerts, cooking demonstrations, tropical parties and seminars for travel agents who sell the region. The annual event
attracted regional tourism
ministers, commissioners and directors of tourism, hoteliers, travel agents and
those planning their next vacation in the Caribbean.

View from host hotel, The New Yorker (credit: M. Reffes )

For
tourists booking the Caribbean for a vacation or a honeymoon, the popular Romance Pavilion
was a big hit with those planning to tie the knot in the sunny south. "Today's consumers are empowered, travel savvy and
know more about their travel options than ever before, “said Jacqueline
Johnson, president,www.marrycaribbean.com and
event organizer , “bringing the best of the Caribbean to couples is just one of
the ways to help them make informed choices about one of the most important
events in their live.”

Organized by the Caribbean Tourism
Organization (CTO), supporters of the Caribbean Week included the countries
that make up the region , Association of Travel Marketing Executives (ATME), Caribbean
American Chamber of Commerce, Caribbean Airlines, Elite Islands Resorts, Hyatt
Regency, JetBlue, Sandals Resorts and the Empire State Building which was lit up in
the colors of the tropics .

Setting the stage for the week-long events, the Gospel
Celebration lit up Brooklyn’s Bethesda Healing Center with a musical
line-up that kept everyone on their feet. Fan favorites included ‘Know Your Culture’ , a non-profit troupe that
blends dance with the traditional costumes of Dominica and from Grenada, Janice
Charles is the island's musical ambassador. “The Gospel Celebration is an excellent way to
begin what is for us the most important week on the calendar in New York,” says
Sylma Brown, director, CTO, USA, “as Caribbean nationals, it’s part of our
culture to begin events with praise and prayer and the Gospel Celebration
allows us to maintain this tradition while we celebrate our unity and
diversity.”

Know Your Culture ( credit: CTO)

Janice Charles ( credit: CTO)

The Main
Event

Vancouver-based and founder of the hospitality
consulting company Reknown, Daniel Edward Craig wowed delegates with his strategies to manage the online reputation of hotels and
destinations. The former general manager of Opus Vancouver, his clients have included Destination British Columbia and Trip Advisor. “Consumer opinions posted online are increasingly trusted by those
making travel decisions , “ he told delegates, “ social media has changed behavior in various areas including how travelers make decisions
regarding where to go and who to do business with.” Effective use of social
media, he explained, is key to a hotel’s profile and the success of a
destination, “although tourists are using Twitter and Facebook routinely, video
will be the next big thing in online reviews because it tells the real story. “
Acknowledging feedback, he added, "is paramount to managing an online
reputation because travelers do not expect perfection but they do expect the truth which
can mean the good, bad and the ugly. " Recommending a staff person at every hotel be designated a gatekeeper to monitor social media, he suggested " setting up alerts on
Google or subscribing to a site such as ReviewPro which keeps track of social
media performance and guest satisfaction.
“

Selling
Paradise

Travel
agents were treated to another way to keep their heads above water during a
well-attended seminar that focused on selling excursions above and below the waves. “This
is one of the most important and lucrative niches of the Caribbean tourism
product, “ said Sylma Brown, director, CTO USA, “from sailing and snorkeling to scuba diving and water-skiing, water sporting activities are as endless as
the expansive beaches that fringe the Caribbean. ”

Diving in Bonaire (credit: Bonaire Tourism)

Stingray City Grand Cayman ( credit: Stingray City )

Commissionable
to agents, the many tour operators in the region are eagerly courting visitor
participation on virtually every one of the islands. “This multi‐billion
dollar industry represents a unique opportunity for travel agents who sell the
Caribbean to increase their profits as the destinations are continuing to develop and
upgrade their product to appeal to the maximum number of visitors,” added Sylma
Brown, director, CTO USA.

Island Banter

Opening on December
20, 230-room Sandals La Source Resort will introduce upgraded facilities to the
former La Source property and is taking bookings now for high season. “The opening of such a great resort will raise
awareness of our island, “said Christine Noel-Horsford, head of marketing , Grenada
Board of Tourism,”, the airlines are already taking notice with five flights a week
on American Airlines starting in December .” Perennially popular with elegance-seekers, Spice
Island Beach Resort will close for three weeks in September for a US$1.8
million upgrade. New at the Mount Cinnamon Resort, Cinnamon Heights is a
spacious three-bedroom villa ideal for multi-generational families or a gaggle
of good pals. Later this year, Grenada Grand Beach Resort will be renamed and
re-branded as the Radisson Grenada Beach Resort and at La Luna, thirty-five
rooms will be added by the end of this year.

In St. Kitts, the much-anticipated Park Hyatt will open next year with
125 rooms, spa and two restaurants. Also on the
drawing board for Christophe Harbour, Tom Fazio-designed golf course, shopping
promenades and additional hotels to be added by 2015. For the first quarter 2013, visitor arrivals saw a hike of 4.4% driven by the addition of two non-stop American
Airlines flights from Miami and Delta’s
upgrade to the aircraft size . Delta will reinstate peak season
service starting from the first weekend in November . For travel through December 15, “Feel the Warmth St. Kitts & Nevis”
offers gratis free nights, resort credits, discounts for families with children
and reduced airfare via AA Vacations, Delta Vacations and US Airways Vacations. www.stkittstourism.kn/

Caribbean coast in St. Kitts ( credit: SKB Tourism )

For agents selling St. Lucia, “Elevate Yourself” retreat takes its appreciation for travel agents to new heights with
commissions on ticket sales and added incentives for
bookings of groups of twenty or more. The three-day retreat from November 1 – 3
includes seminars, seaside yoga, rainforest tours and cooking demonstrations.
“The retreat is becoming a notable event
on island and we attribute much of the success of the program to our network of
agents, “said Louis Lewis, director tourism , St. Lucia Tourist
Board, “ the commission on tickets sales is just one way we can reward their
unwavering efforts to promote the island.” Hotels participating include Bay Gardens Beach
Resort and Smugglers Cove Resort.www.saintlucianow.com

Bay Gardens Beach Resort ( credit: Bay Gardens )

In St. Maarten, beds for heads are on
sale during the summer including Divi Little Bay Beach offering thirty percent rate cuts starting at USD $174.00 per room, per night. www.diviresorts.com.In the heart of
Philipsburg, Holland House is offering a four-night Beach Special that includes an oceanfront room, breakfast for
two and WI-Fi and is valid for travel through October 30. www.hhbh.com. At Sonesta Great Bay Beach Resort andSonesta Maho Beach Resort, "Fun in the Sun" package comes with
a thirty-five percent rate reduction on all-inclusive stays with a three-night
minimum. Five night stays include USD$200.00 in resort credits valid for travel through September 30 with reservations made by July 31.www.sonesta.com/greatbay,www.sonesta.com/mahobeach.

Next door in
Anguilla, MalliouhanaHotel with
new pools ,restaurants and revamped rooms will open later this year while the 32-room Manoah on Shoal Bay and
the Zemi Beach Resort are slated to open in 2016 . “Anguilla is not only for
the rich and famous, “ said Haydn Hughes, parliamentary secretary, tourism, “we
have 2,000 hotel rooms at various price points which appeal to travelers of all
budgets. “ http://ivisitanguilla.com/

Haydn Hughes, parliamentary secretary, tourism

(credit: J. Stephens)

Anguilla beach ( credit: ABT)

Show
Me the Money

The third
annual Avalon Invest Caribbean Now Forum, organized the Caribbean Tourism Organization (CTO) and digital media solutions company, Hard Beat
Communications, was the hot
ticket for Caribbean tourism ministers, private-sector partners ,government
policy makersand Chinese investors who came together on the heels of Chinese
President’s Xi Jinping’s pledge of USD$3
billion in loans to ten Caribbean nations . “The Chinese private sectors are
seeking opportunities in the Caribbean such as hospitality, real estate,
healthcare and education industry because they are easy to operate, are
transparent and create jobs,” said Li Li, managing director, Chinese American
Business Development Center,” the people of the Caribbean are dynamic
entrepreneurs, highly educated, hard-working, ambitious, and optimistic.”

Li Li, managing director, Chinese American
Business Development Center , New York (credit: Hayden Roger Celestin)

ICN founder Felicia Persaud, 4th from right,
with Mike Ronan, vice president of government relations for the Caribbean,
Latin America & Asia at RCCL, 4th from l.; Miguel
Reyna, director, Port Business Development and Asset Management, 3rd from
r; Kara Coleman, news anchor of One Caribbean Television, 2nd from
left and the China and the Caribbean panellists including Li Li, managing
director ,Chinese American Business Development Center ,Consul in charge of economic
& commercial affairs of the Consulate General of China in New
York, Xiaoguang Liu; 3rd from r. and Johnny Liu ,American
Chinese Commerce Development Association at right. (credit: Hayden Roger Celestin )

Keenly
interested in Chinese investment , Dr. Rufus Ewing, premier of Turks and Caicos
said his country is open for business, “we are looking for low density high
luxury development and for
this, we are offering tax incentives to make development more
attractive. “ Other projects in the works include the expansion of the
Providenciales International Airport; Caicos Causeway Project that will stretch
from Providenciales to South Caicos and yachting tourism that includes marina
development. In 2012, China invested USD$9 billion in the Caribbean, a 9.4%
increase over 2011. In the next two years, China will invest in Caribbean
agricultural centers and the hospitality industry, set up 1,000 scholarships
for medical students, develop sports facilities and computer centers and invest
in secondary schools on several islands. Direct airlift from China to the
Caribbean is the biggest challenge, said Xiaoguang Liu, consul in charge of
economic affairs, Consulate General of China in New York, “if airlift materializes, prepare your airports and get ready for the
invasion,” he said, “Chinese travelers could top 100 million by 2015. To attract even a
small portion of these travelers, Caribbean resorts must adapt to the Chinese
visitor.”

Also in attendance,
Anthony Eterno, Caribbean affairs officer, US State Department, reiterated the Obama
administration’s commitment to an economic partnership with the Caribbean. "Ours
is a relationship that is born of a strong desire by all of our countries to
collectively participate in an improved and sustainable future," he told
delegates,” we see the positive results of this strong partnership creating
economic growth and prosperity for all of our citizens.” In 2012, U.S. imports
from the Caribbean totaled more than USD$11 billion, representing a 178 percent
increase over the past decade while U.S. exports to the Caribbean totaled USD$12
billion , a 133 percent
increase over the past decade. “ Caribbean governments should do more to sell the diverse Caribbean investment story to the
right people, “said Felicia Persaud, founder , Hard Beat Communications, “the region is relevant despite what the
naysayers may claim with eight nations
in the Caribbean ranked in the top 100 fastest growing economies globally.”

The
‘State of the Industry ‘Conference will be held this year in Martinique from
October 15 to October 18 under the banner ‘Perfecting The Experience and Delivering Authenticity.’ ” Hosting the State of the Industry
Conference is a great honor and we are extremely proud of it, “said Karine
Roy-Camille, commissioner tourism, “we look forward to welcoming delegates to the
Isle of Flowers in October for a taste of our special brand of French-Creole
warmth and hospitality.” www.onecaribbean.org

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About Me

Melanie is a travel journalist based in Montreal and specializing in sunnier climes. Her Caribbean coverage has appeared in newspapers and magazines including Dreamscapes, Miami Herald, Caribbean Connection and Canadian Traveller . She is a contributing writer for many island-based magazines including Experience St. Maarten, Experience Bermuda, Nights St. Maarten, Nights Aruba, Nights Curacao, Destination St. Maarten and Destination St. Kitts/Nevis. She is the humble recipient of several Caribbean Tourism Organization (CTO) writer awards including 'best feature'2011 and JTB Writer of the Year award 2008. Melanie is a long-time member of SATW. When she's not racing to catch flights, she can be found in her backyard garden growing the hottest scotch bonnet peppers this side of Negril.
Contact me at melaniereffes@jaxfax.com